History does not repeat itself, but it is always surprisingly similar.

If this "similar" story happens between the brand owner and the agent, it is more like a relationship between lovers, falling in love and killing each other, which can be sweet or sad.

Twelve years ago, Zhongkebaik obtained the brand agency rights for the Chinese pet medical channel of Virkon, a subsidiary of the DuPont Group, and became one of the first practitioners to promote educational pet disinfection products in the domestic market.

The pet disinfection market at that time was a blank slate. The Chinese market was in the early stages of the development of the pet medical industry. Pet hospital practitioners had relatively little awareness of scientific disinfection, and cross-infection of pets often occurred. Zhongke Baik realized the importance of environmental health to the pet industry, successfully introduced Virkon products, and used imported disinfectant products to promote the concept of ecological and environmental health management of human pets, knocking on the doors of hundreds of pet hospitals. After 7 years of market development, the team is pleased to see that the domestic pet medical environment and sanitation conditions have been significantly improved, the risk of pet cross-infection has been significantly reduced, and the popularization of scientific disinfection awareness has made the value of pet ecological and environmental health management actually recognized. .

Just in 2017, China’s pet industry ushered in a new development high point, and capital circles have begun to lay out this track. In major events, Petty Holdings and China Pet Holdings successfully IPOed and landed on domestic A-shares; at this time, New Ruipeng (note "formerly Ruipeng Holdings") has become the largest pet hospital chain in China with the largest branches and scale. In March of the same year, it completed a capital increase of 56 million yuan on the New Third Board.

However, just this year, the Zhongkeback team, which was originally going to make a big splash, encountered a "black swan" event - the Virkon product line was acquired by the German Lanxess Group, and the brand ownership changes, resulting in the loss of the company’s agency rights.

According to Gao Fu, the head of marketing at Zhongkebaike, the team at that time was hit hard but was unable to recover. This incident also made the company deeply aware of the strategic value of building its own brand and producing its own products.

After learning from the painful experience, Zhongkebaike decided to adjust its business in 2017, shifting its focus from marketing to independent research and development. As a result, a new story belongs to them - a story about "Weike Pet Le" A true story of self-improvement through domestic products.

Two doctors led the team and invested in scientific research for 3 years. They analyzed the active ingredients of Virkon disinfectant day and night and conducted thousands of comparative experiments. During this period, they also encountered many After numerous setbacks and failures, we finally lived up to our original aspirations, overcame technical barriers, replicated the full effectiveness of Virkon disinfectant, and realized the localization of Virkon disinfectant. Zhongkebaike's own pet disinfection products "Wei Ke Chong Le" was born. In Gao Fu's words, "This is the biological son of Zhong Ke Baike."

From being an agent for importing Virkon to becoming the brand owner of the Chinese version of Virkon, "Wei Ke Chong Le" The significance of "Kepetile" disinfectant is to overcome the "stuck neck" technical barriers to imported similar products, and finally realize the ability of Chinese companies to have products of the same standard that are comparable to its disinfection efficacy.

Mentioning the efficacy of Virkon’s products, Chen Huangshi, head of R&D, said that Virkon’s ingredients and proportions have been copied from imported Virkon disinfectants. It has all the effects of Virkon disinfectants and can be used in 2 minutes. It kills a variety of pathogens on contact and can effectively kill 80+ types of viruses, 400+ types of bacteria and 100+ types of fungi, with a killing rate as high as 99.99%.

In terms of product safety, the main ingredients of Wei Ke Pet Le are potassium hydrogen persulfate compound salt, sodium dodecyl benzene sulfonate, sodium chloride and organic acids. The product is non-pathogenic and carcinogenic. Risks such as sex and teratogenicity can be safely used by the elderly, children and pregnant women. At the same time, the product is non-toxic and harmless to pets whether it is touched or licked.

It is worth mentioning that Wei Ke Chong Le turns pink after being diluted with water in a reasonable ratio. It has a qualified disinfection effect until the pink color disappears.

In addition, Wei Ke Pet Le adopts an environmentally friendly degradation mechanism, and the final product is inorganic salt, which has no adverse effects on humans and the environment.

In terms of technology accumulation, a single product of Wei Ke Chong Le has obtained multiple national patent certificates.

In the early days of the outbreak, pet disinfection products attracted much attention. In 2020, monthly sales of pet disinfection products on JD.com reached 250,000 pieces, and pet disinfection products on Tmall platform also experienced significant growth. Today, with the outbreak of the epidemic, people's health awareness has reached an unprecedented height, and the concept of disinfection is deeply rooted in the hearts of the people.

According to the "2021 Disinfection and Sterilization Products Market Status and Trend Analysis" report released by Daily Chemical Frontier, more than 80% of consumers said that they pay more attention to home cleaning and hygiene after the epidemic, and the most important thing is home disinfection. and air purification, among which the demand for pet disinfection is also increasing.

Therefore, Zhongkebaike is also actively responding to changes in market demand. It invested 120 million yuan in the construction of Zhongkebaike (Tianjin) Biopharmaceutical Co., Ltd. in September 2019 and has been completed in July 2021. It is understood that the factory has a total construction area of ​​24,000 square meters and will build multiple production lines and supporting facilities such as recombinant cytokines, recombinant subunit protein vaccines, immunological diagnostic products, non-chlorine disinfectants (solid), etc., and is expected to reach 2- Annual production capacity of 300 million yuan.

The channel layout has expanded from pet hospitals to store pet homes and e-commerce

In terms of channel promotion, Zhongkebaik has a professional technical promotion team of more than 20 people across the country, including There are more than 10 people with master's degree or above, who have pet clinical work experience or pet-related industry work experience. In the process of promotion and service, they have very professional descriptions of the use methods and precautions of the products.

At the same time, because Wei Ke Chong Le is different from other veterinary drugs, it is a daily necessities for pet-raising families, so the channel layout of this product is also different from other professional drugs. In addition to pet hospital channels, there are also Suitable for use in pet stores, kennels and catteries, etc.

In order to build Weike Pet Le into a champion product in the field of professional pet disinfection, Zhongkebaik will also develop e-commerce channels and increase support policies for channel partners.

Finally, Gao Fu, head of marketing at Zhongkebaike, said that in the future, Zhongkebaike will continue to deeply cultivate the market of Wei Ke Chongle, practice the concept of self-reliance in domestic products, and bring more pet-raising families and pets. , safer products.